A few months ago, I read a question posted on LinkedIn that asked, “How can one build trust through branding in a real estate business?”  I found the question and answers to be very interesting, so I printed the Q&A and put it in my folder of articles to refer back to later.  I stumbled across the Q&A again today, and I stopped to re-read the article because the question is quite intriguing to me.  “How can one build trust through branding in a real estate business?”  There were 7 answers to the question and 1 spam post (gotta love those spammers).  The answers ranged from extremely well thought out to just downright idiotic (of course, that is my opinion).  Here are some of the answers that stood out to me:

Judy H. wrote, “I have read case studies in branding where the Realtor themselves was the brand and because they specialised in a niche – eg families or pets, and advertised heavily, became the trusted go-to person…”

Alexander J. wrote, “… Trust is built through the interpersonal relationships established between agents and clients.  Good experiences are what get passed along to future clients and result in referrals…”

Tracey B. wrote, “…The brand is the total experience customers have when engaging with that product or service.  In order for a real estate business to build trust through their brand they need to deliver on whatever their promise is…”

Mugdha K wrote, ” You can’t build trust through branding in any business.  Trust lies in the actions of the brand, the way they do business…”

I have my own thoughts about the answers to the question above; but, since none of the answers were from Realtors, I am more interested in learning your thoughts or opinions.  Can one build trust through branding in real estate?  If so, how?  Please leave me a brief comment below with your insight.  I am looking forward to reading your responses.


Yesterday, I wrote about why email marketing for real estate is important, how to get yuor email marketing campaign setup for free, and what to send in your emails to your database.  Today I want to talk about a couple of ways you can get more of your emails opened by your subscribers.  After all, if you put your best content in a newsletter that goes unopened then you’ve just played all of your cards in one hand – and lost.

So, I’m going to jump right in and drop the bombshell on you first thing.  You can get 28% higher email open rates by using email in conjunction with social media.  This is simply because people are much more apt to open emails from someone they know than someone they don’t.  An active presence on social media helps people to get to know you even if they’ve never met you in person.

The second way you can increase your open rates is to segment your subscribers.  I’ve talked about this before, but it definitely bears repeating.  Put your subscribers into different lists and be selective about what emails you send to each segment.  For example, you may divide your subscribers into 3 distinct groups depending on how they subscribed.  You may have a 1st Time Homebuyers list made up of subscribers from your free report entitled, “5 Things Every 1st Time Homebuyer Must Know When Buying a Home.”  You may have a Move Up Homebuyers list made up of subscribers from your free report entitled, “5 Things Every Seller Must Know When Selling One Home and Buying Another.”  Finally, you may have a Move Down Homebuyer list made up of subscribers from your free report entitled, “5 Things Every Seller Must Know Before Downsizing Their Home.”  You should carefully select the messages you send to each group knowing what each groups’ goals are.  Segmenting your subscriber list will prevent you from sending a “one size fits all” email campaign to your subscribers, and it will drastically increase your open rates.

So, to get more of your emails opened by your prospects, be more active on social media and segment your marketing.  If you have a super duper top secret method of increasing your email open rates, please leave it in the comment section below.


Email marketing is such a necessity in today’s competitive real estate market.  With a limited supply of buyers, each and every real estate lead or email address captured on your website or fan page is worth more than its weight in gold.  The issue here is that most of those who opt into our email database never hear from us again.  Why?  Because we are too busy solving the problem of the day to worry about composing an autoresponder campaign to keep our names in front of these prospects.  A large percentage of the subcribers on our lists are not in the market to buy or sell today, so we have to be there when they are ready.  There is no better way to do this than with email marketing and it really is quite easy.

Personally, I use Aweber to collect and manage my emails addresses for me for about $19 per month.  Aweber has some fantastic email opt in form templates that are fully customizable to fit right into your website or fan page.  If you do not need to set up an autoresponder campaign, then you can use MailChimp as your service provider for free.  Personally I love the autoresponders because I don’t have to even think about emailing my database.  It truly is Ron Popeil style marketing – just set it and forget it.  Once a visitor opts in to your newsletter their email address is captured in your database and you can begin sending them emails.  The key is consistency.  Whether you decide to send your database something weekly, biweekly, or monthly it doesn’t really matter.  Just make sure you send your emails according to schedule. 

So, what do you send them in the emails?  You can send your favorite blog post from the previous week, send the latest sales trends or stats in your city or state, send a newsletter, ask them to complete a quick survey, or all of the above. Sending emails is only half the battle.  In tomorrow’s blog post I’m going to give you some tips to get higher open rates for your emails.  Open rates are just what they sound like – the percentage of people on your email list who actually open your emails.  Be sure to stop by tomorrow to read part 2 of this series to learn how you can increase your open rates by 28%.  I look forward to seeing you then.


I have spent a lot of time with a number of Realtors this week, and I have learned a lot of how you feel about social media.  Below are the most common excuses to not use social media that I hear from real estate agents.

Realtors feel social media marketing is not something that’s going to work for their business, and that it is just a waste of time. Sure it works for Gary Vaynerchuk, and thousands of other business owners, but they just can’t see it working for them.  This, to me, is a huge misconception.  It is very easy to waste time with social media, but it is also very easy to waste time with anything.

Another issue seems to be that Realtors want to get everything figured out, and then they’ll dive in. It’s unlikely that will happen, because the social media platforms and rules are always changing. The way to get results is to just get started.  As I have said many times before, social media success is not something that will happen overnight.  Just like with the clientele that you have already built up over the years, building a social media network means building trust. It has to be built one tweet at a time, one Facebook post at a time and one comment at a time.

At the same time, when Realtors do jump into social media, they often expect big results immediately, but are sadly disappointed when those results don’t come.

To be successful at social media, you have to decide what success means for you. A social media program without a goal is like professional baseball team without a pitcher.  By failing to set specific, measurable, actionable, realistic goals, Realtors are denying themselves the ability to track their performance and effectively market to their prospects.

This brings me to content. Most people have problems coming up with content.  Content is not always easy to come up with, however, reflect on the conversations of the day and figure out if there is something that a client has talked to you about that you could help others with as well, and use that as a blog topic.  What you are trying to do with your blogging is create a social environment for your business.  You, after all, are the expert and your clients feel comfortable turning to you for answers.  If you are too busy to write your blog, give it to someone else to write.  Clerical tasks can be delegated to someone else, but social engagement cannot be diverted to someone else. You’re either accessible to your community or you’re not. If you’re not, you’re missing out on huge opportunities.  Social media tools allow you to leverage your time considerably, so you CAN be helpful and accessible to your audience – check out our 5 Minute Social Media Marketing Program here.

So define your goals.  By defining your goals at the outset, setting baselines and tracking your results, you’ll be able to see whether you’re on the right track — or where you need to make changes. 

Can you afford to ignore the fact that almost all your customers are already online looking for you?
We are almost half way through the year now, where are you on your social media goals? Are you having any success?  What have you done to create success for yourself?  Leave a comment below to let us know what kind of success you are having using social media so far this year.

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